【正文】 且要在許多 B2B 網(wǎng)站和交換臺上作為贊助商或交易商。 需求鏈計劃可以幫助公司認(rèn)識到一些問題。價值網(wǎng)絡(luò)還包括其他有價值的關(guān)系，如與大學(xué)里的研究人員和政府機(jī)構(gòu)的關(guān)系。它強(qiáng)調(diào)顧客在尋找什么解決方案，而非我們能賣給他們什么產(chǎn)品 。有的消費(fèi)者愿意到提供高端產(chǎn)品 的零售商處買更高價的東西，例如豪雅（ TAG Heuer）手表或者卡拉威（ Callaway）高爾夫球桿；這些消費(fèi)者也為了省錢而愿意到折扣商店去買商店自有品牌的紙巾、清潔劑或維他命。消費(fèi)者構(gòu)成在法德英三個市場的兩類零售商中有所不同：在法國，消費(fèi)者認(rèn)為服務(wù)和質(zhì)量更重要，在英國則是關(guān)系緊密型為主，而在德國是價格和價值型為主。在許多渠道收集信息，利用高接觸渠道的服務(wù)，然后在最喜歡的渠道購買，而不在乎價格?？偸窃谙嗤牡胤接孟嗤姆绞竭M(jìn)行購買。像許多零售商一樣， REI 發(fā)現(xiàn)通過兩個渠道購物的消費(fèi)者明顯比通過單渠道購物的消費(fèi)者消費(fèi)得多，而通過三個渠道消費(fèi)的消費(fèi)者則消費(fèi)的更多。對互聯(lián)網(wǎng)不熟練的顧客可以到前臺去叫店員來為他們下訂單。 REI（ Recreation Equipment Inc.） 還有比這更令人沮喪的嗎：買來的徒步旅行靴傷了你的的腳，或者是當(dāng)你在商店看到中意的鞋時卻沒有你穿的尺碼？在 REI，這個擁有 250 萬活躍成員的美國最大的消費(fèi)者協(xié)會，熱衷戶外運(yùn) 動的人們可以避免以上這兩種情況。 那些經(jīng)營混合渠道的公司必須確保這些渠道可以很好的結(jié)合在一起，并且與每一個目標(biāo)顧客群最為匹配。很明顯 ，因為這些問題，戴爾來到一個岔路口，需要從本質(zhì)上綜合重新思考其渠道戰(zhàn)略和營銷方式。其次，由于一直更關(guān)注企業(yè)市場，戴爾不得不艱難的試圖更有效的向消費(fèi)市場銷售。消費(fèi)者可以定制他們想要的電腦，而且因為成本被大大降低使其可以每天低價。那些不顧地理差異而固守同樣銷售模式的零售商，如 Eddie Bauer、瑪莎百貨和沃爾瑪在進(jìn)入新市場時，有時遇到了困難。在農(nóng)村市場上，公司可能使用特許經(jīng)營；在另外一些市場中， 10 則可能通過其他的代理商來銷售。另一方面，沒有一定數(shù)量的消費(fèi)者感興趣，要獲得渠道的接受和支持也會十分困難。廣告的擁護(hù)者則聲稱在看護(hù)受到管理和醫(yī)生治療時間縮短的時代，廣告教育了病人并且激發(fā)了他們與醫(yī)生的重要對話。 2021 年制藥行業(yè)在消費(fèi)者廣告上花 費(fèi)超過 40 億美元， 10 年增長超過 5 倍。這在處于萌芽階段的處方安眠藥行業(yè)尤為明顯。使用推進(jìn)戰(zhàn)略的情況包括在品類中品牌忠誠度較低，品牌選擇在商店現(xiàn)場進(jìn)行，出于沖動才會購買的品牌，以及商品的好處是眾所周知的。但同時，渠道選擇本身取決于公司基于市場細(xì)分、目標(biāo)市場和定位考慮而制定的營銷戰(zhàn)略。公司的定價取決于它是使用大商場還是高檔的專賣店。營銷渠道實際上也是一項重要的機(jī)會成本。其他一些中介機(jī)構(gòu)（如經(jīng)紀(jì)人、制造商代理人和銷售代理人）則尋找顧客，有時也代表生產(chǎn)廠商同顧客談判，但 是不去的產(chǎn)品所有權(quán)，它們被稱為代理商。這些中介機(jī)構(gòu)組成了營銷渠道。 suppliers, and its immediate customers and their end customers. The value work includes valued relations with others such as university researchers and government approval agencies. A pany needs to orchestrate these parties in order to deliver superior value to the target market. Palm, the leading manufacturer of handheld devices, consists of a whole munity of suppliers and assemblers of semiconductor ponents, plastic cases, LCD displays, and accessories。s Don Schultz says: A demand chain management approach doesn39。umers have different needs during the purchase process. Researchers Nunes and Cespedes argue that, in many markets, buyers fall into one offour categories. shoppers purchase from the same places in the same manner over time. deal seekers know their needs and channel surf a great deal 6 before buying at the lowest possible price. shoppers gather information in many channels, take advantage of hightouch services, and then buy in their favorite channel, regardless of price. shoppers gather information in all channels, make their purchase in a lowcost channel, but take advantage ofcustomer support from a hightouch channel. One study of 40 grocery and clothing retailers in France, Germany, and the United Kingdom found that retailers in those countries served three types of shoppers: (1) Service/quality customers who cared most about the variety and performance of products in stores as well as the service provided。s more frustrating: buying hiking boots that cripple your feet, or trying on the perfect pair only to find the store is out of stock in the size or style you want? At Recreational Equipment Inc. (REI), the largest consumer cooperative in the United States with million active members, outdoor enthusiasts can easily avoid both problems. In 90 REI stores across the country, customers are lighting up gas stoves, pitching tents, and snuggling deep into sleeping bags. REI stores are designed to give an experience, not just sell goods. If an item is out of stock, all customers need do is tap into the store39。t help either. Clearly, Dell was entering a new chapter in its history that would require a fundamental rethinking of its channel strategy and its marketing approach as a whole. Hybrid Channels Today39。s Zara have redefined themselves to a certain degree when entering a new market to better tailor their image to local needs and wants. Retailers that have largely stuck to the same selling formula regardless of geography, such as Eddie Bauer, Marks amp。 in another, it might partner with a local firm. International markets pose distinct challenges. Customers39。s line. If the firm is successful, it might branch into new markets and use different channels in different markets. In smaller markets, the firm might sell directly to retailers。s Vioxx generated huge profits, it exposed housands of . adults to heart attack risks. Critics of the new drug ads say the drugs they tout treat symptoms rather than spurring consumers to discover the reason they can39。s sale force and advertising decisions depend on how much training and motivation dealers need. In addition, channel decisions include relatively longterm mitments with other finns as well as a set of policies and procedures. When an automaker signs up independent d